Designing Humanity into Your Products

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Designing Humanity into Your Products. Talk given at From Business to Buttons in Malmo, Sweden. June 12, 2009

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Designing Humanity into Your Products

  1. 1. Designing Humanity into Your Products Bill DeRouchey Ziba Design From Business to Buttons June 12, 2009
  2. 2. Humanity?
  3. 3. Humanity is how we connect and communicate.
  4. 4. The context has changed.
  5. 5. Companies are softening.
  6. 6. Companies desire connection.
  7. 7. Connection is between people.
  8. 8. Connection is a 1:1 thing.
  9. 9. flickr: soylentgreen23 flickr: botunda Thatʼs hard for a corporation.
  10. 10. Companies are formal, faceless.
  11. 11. Formality is the problem.
  12. 12. Formality avoids connection.
  13. 13. Formality is from power & fear.
  14. 14. Cleverness doesnʼt connect.
  15. 15. But a real voice wakes you up.
  16. 16. But a real voice wakes you up.
  17. 17. We need to take a risk and be informal, because...
  18. 18. Informality creates connection.
  19. 19. Stepping forward creates slack.
  20. 20. We need to be human.
  21. 21. So, how do we humanize technology?
  22. 22. Humanizing technology?
  23. 23. Humanizing technology?
  24. 24. Humanizing technology?
  25. 25. Humanizing technology?
  26. 26. Humanizing technology?
  27. 27. Humanizing technology?
  28. 28. Humanizing technology?
  29. 29. Humanizing technology?
  30. 30. Humanizing technology?
  31. 31. How can you love a machine?
  32. 32. Give it a true voice...
  33. 33. that people can connect with.
  34. 34. Show customers that real people are behind our products.
  35. 35. Example: woot!
  36. 36. Informal, yet effective.
  37. 37. Honestly cheesy.
  38. 38. “And a dumb product description” Honestly cheesy.
  39. 39. “And a dumb product “First Sucker” description” Honestly cheesy.
  40. 40. Celebrate the obvious.
  41. 41. “Just click this big green button.” Celebrate the obvious.
  42. 42. Even sarcastic.
  43. 43. “Donʼt worry, this wonʼt hurt much. Even sarcastic.
  44. 44. “Donʼt worry, this wonʼt hurt much. “We know how badly you type.” Even sarcastic.
  45. 45. Focus on what may be the most underutilized elements in design.
  46. 46. Words
  47. 47. Words Writing
  48. 48. Words Writing Personality
  49. 49. Words Writing Personality Voice
  50. 50. Trends in Voice.
  51. 51. I know you aren’t familiar with this thing, Instructor voice.
  52. 52. ...so I’ll guide you through the process. Instructor voice.
  53. 53. Instructor voice.
  54. 54. I know you aren’t familiar with this thing, Engineer voice.
  55. 55. ...so I’ll describe to you what’s happening, as I understand it. Engineer voice.
  56. 56. Engineer voice.
  57. 57. “This operation may take a few minutes.” Engineer voice.
  58. 58. Engineer voice.
  59. 59. “The username or password you entered is incorrect.” Engineer voice.
  60. 60. I know you ARE familiar with this thing, Peer voice.
  61. 61. ...so I’ll try not to bore you... Peer voice.
  62. 62. ...by having fun with the boring elements. Peer voice.
  63. 63. “We know how badly you type.” Peer voice.
  64. 64. Peer voice.
  65. 65. Peer voice.
  66. 66. Peer voice.
  67. 67. Peer voice.
  68. 68. Serious topic: direct language.
  69. 69. “They spoke my language.”
  70. 70. Form “follows” function.
  71. 71. Form evolves after function.
  72. 72. Form evolves after function.
  73. 73. Form evolves after function.
  74. 74. Stuff happens.
  75. 75. Communicating whatʼs happening.
  76. 76. Machine voice.
  77. 77. “This operation may take a few minutes.” Machine voice.
  78. 78. Human voice.
  79. 79. “Just a sec.” Human voice.
  80. 80. Google
  81. 81. “We know this is tooootally lame.” Google
  82. 82. Google
  83. 83. “Hooray, no spam here!” Google
  84. 84. TurboTax
  85. 85. “Was convicted of possessing or distributing a controlled substance” TurboTax
  86. 86. “(yes, the IRS made us ask it)” TurboTax
  87. 87. BrightKite
  88. 88. Flickr.
  89. 89. People remember humor.
  90. 90. The magical fail whale.
  91. 91. The magical fail whale.
  92. 92. The magical fail whale.
  93. 93. Example: MOO
  94. 94. MOO
  95. 95. MOO
  96. 96. Confirming my order.
  97. 97. “Iʼm little MOO, the bit of software that will be managing your order with us.” Confirming my order.
  98. 98. “Iʼm little MOO, the bit of software that will be managing your order with us.” “Little MOO, Print Robot.” Confirming my order.
  99. 99. “How very exciting.”
  100. 100. “Open them, quick!”
  101. 101. “Yay!”
  102. 102. Some final words.
  103. 103. Get the best writer you can afford.
  104. 104. Donʼt talk AT people. Talk TO them as peers.
  105. 105. Write as you speak.
  106. 106. Write as you speak. Speak as you write.
  107. 107. Relax. Be human.
  108. 108. Relax. Be human. Bill DeRouchey @billder Ziba Design bill.derouchey@gmail.com www.pushclicktouch.com From Business to Buttons June 12, 2009

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